SlideShare a Scribd company logo
1 of 1
Download to read offline
Daniel Horzetzky, Head of Content Marketing daniel.horzetzky@plista.com +49 30 473 7537-30
Follow us on: www.plista.com/pcd | blog.plista.com
Ideally your content distribution is always on to create consistent customer communication 365 days per year. 			
A successful content marketing strategy needs ongoing optimization of the content itself as well as content distribution activities.
Which content is relevant? Owned media, earned media and paid media (advertorials) address different touch points of the
customer journey and influence buying behavior in a sustainable way.
Today brands are facing a paradigm shift in marketing – so called Content Marketing. This means the common outbound mar-
keting approach is changing to an interactive inbound marketing strategy. The essence of this strategy consists of informative,
educational or entertaining content with a high value for customers. Banner advertising and big claims are being replaced by
brand storytelling. As a result, brand awareness, brand trust and sales are increasing measurably.
New ways to your customer: avoid ignorance and generate sustainable traffic
Customers are being overwhelmed by information and therefore ignore advertising claims. In comparison, high quality branded
content attracts your buyer persona’s attention. It supports an intensive interaction and a sustainable relationship with your
brand. Therefore brand loyalty as well as traffic on your owned media will increase.
The key to success is quality content
As long as your content is relevant and valuable to your target audience, it can lead to communication and sales success. 		
It is important that your content is not written for the general public. Instead, it should be more specific and related to the indivi-
dual needs of your buyer persona.
Content is King, Content Distribution is Queen
Without paid media your content marketing strategy will struggle to succeed. Sustainable interaction with your branded content
will change the brand perception and influence their consumer behavior in a positive way. That is why you need a content distri-
bution strategy to measure the relevance as well as performance of your content and to optimize your KPIs.
Content Marketing Strategy
1.	 Definition of goals and KPIs						
	 Integrate analysis tools and analyze your current situation. 		
	 Define KPIs: page views per click, bounce rate, unique visitors, traffic etc.	
2.	 Definition of buyer persona 				 	 	
	 Define your target audience by creating a buyer persona profile. 		
	 Analyze the customer journey.
3.	 Content plan								
	 Create a content plan.
4.	 Content creation 							
	 Focus on your buyer persona: quality and relevance of content will 	
	 determine success.
5.	Content distribution 							
	 Raise the impact of your content and make sure that it will reach 		
	 your 	buyer persona. Use social media channels and native content 	
	 distribution (“You might also like”) on special interest publisher sites, 	
	 e.g. plista Content Distribution as an alternative to AdWords.
6.	 Measurement and ongoing optimization				
	 Measure your content performance and find out what kind of 		
	 content is relevant to your customers.
Content Marketing
Owned Media
Earned Media
Paid Media
blog.plista.com
6. Ongoing
optimization
5. Content
distribution
4. Content
creation
3. Content
plan
2. Definition of
buyer persona
1. Definition of
goals/KPIs

More Related Content

What's hot

The Importance of Content Marketing
The Importance of Content MarketingThe Importance of Content Marketing
The Importance of Content Marketing
Texpoco
 
Marketing plan template
Marketing plan templateMarketing plan template
Marketing plan template
Sattar Anjum
 
Lifecycle marketing
Lifecycle marketingLifecycle marketing
Lifecycle marketing
AdCMO
 

What's hot (19)

Why content marketing is important to a business
Why content marketing is important to a businessWhy content marketing is important to a business
Why content marketing is important to a business
 
The Importance of Content Marketing
The Importance of Content MarketingThe Importance of Content Marketing
The Importance of Content Marketing
 
10 Content Marketing Tips
10 Content Marketing Tips10 Content Marketing Tips
10 Content Marketing Tips
 
Launching A Content Marketing Initiative
Launching A Content Marketing InitiativeLaunching A Content Marketing Initiative
Launching A Content Marketing Initiative
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
 
Integrated Marketing For Dummies
Integrated Marketing For DummiesIntegrated Marketing For Dummies
Integrated Marketing For Dummies
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
 
How Agencies Can Help Clients Manage the Entire Customer Journey
How Agencies Can Help Clients Manage the Entire Customer JourneyHow Agencies Can Help Clients Manage the Entire Customer Journey
How Agencies Can Help Clients Manage the Entire Customer Journey
 
DIGITAL MARKETING-DIGITAL MARKETING AGENCIES|MGM
DIGITAL MARKETING-DIGITAL MARKETING AGENCIES|MGMDIGITAL MARKETING-DIGITAL MARKETING AGENCIES|MGM
DIGITAL MARKETING-DIGITAL MARKETING AGENCIES|MGM
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
 
Content Marketing - The Big Shift
Content Marketing - The Big ShiftContent Marketing - The Big Shift
Content Marketing - The Big Shift
 
Digital marketing Training|Digital Marketing Services|Digital Marketing
Digital marketing Training|Digital Marketing Services|Digital MarketingDigital marketing Training|Digital Marketing Services|Digital Marketing
Digital marketing Training|Digital Marketing Services|Digital Marketing
 
Ways to track branding campaign success
Ways to track branding campaign successWays to track branding campaign success
Ways to track branding campaign success
 
Social Media Strategy For a Bicycle Dealer
Social Media Strategy For a Bicycle DealerSocial Media Strategy For a Bicycle Dealer
Social Media Strategy For a Bicycle Dealer
 
Traditional vs Digital Marketing
Traditional vs Digital MarketingTraditional vs Digital Marketing
Traditional vs Digital Marketing
 
Integrated Digital Marketing Campaign - Planning and Execution
Integrated Digital Marketing Campaign - Planning and ExecutionIntegrated Digital Marketing Campaign - Planning and Execution
Integrated Digital Marketing Campaign - Planning and Execution
 
Marketing plan template
Marketing plan templateMarketing plan template
Marketing plan template
 
Lifecycle marketing
Lifecycle marketingLifecycle marketing
Lifecycle marketing
 

Similar to Content Marketing one pager in english

Content Marketing Strategies_ A Comprehensive Guide.pdf
Content Marketing Strategies_ A Comprehensive Guide.pdfContent Marketing Strategies_ A Comprehensive Guide.pdf
Content Marketing Strategies_ A Comprehensive Guide.pdf
Mukhtiar Ali Khan
 
Customer Journey and Content 2015
Customer Journey and Content 2015Customer Journey and Content 2015
Customer Journey and Content 2015
janetoohey
 
Lead Nurturing.pdf
Lead Nurturing.pdfLead Nurturing.pdf
Lead Nurturing.pdf
mikeandroo
 

Similar to Content Marketing one pager in english (20)

How to Create a Successful Content Marketing Strategy? | The Entrepreneur Review
How to Create a Successful Content Marketing Strategy? | The Entrepreneur ReviewHow to Create a Successful Content Marketing Strategy? | The Entrepreneur Review
How to Create a Successful Content Marketing Strategy? | The Entrepreneur Review
 
Content Marketing vs. Paid Advertising: Finding the Right Balance
 Content Marketing vs. Paid Advertising: Finding the Right Balance Content Marketing vs. Paid Advertising: Finding the Right Balance
Content Marketing vs. Paid Advertising: Finding the Right Balance
 
content marketing in Gurgaon
content marketing in Gurgaon content marketing in Gurgaon
content marketing in Gurgaon
 
Measuring Success Key Metrics for Evaluating Your Content Marketing Efforts.pdf
Measuring Success Key Metrics for Evaluating Your Content Marketing Efforts.pdfMeasuring Success Key Metrics for Evaluating Your Content Marketing Efforts.pdf
Measuring Success Key Metrics for Evaluating Your Content Marketing Efforts.pdf
 
A course on Content marketing
A course on Content marketingA course on Content marketing
A course on Content marketing
 
The Value of Content Marketing
The Value of Content MarketingThe Value of Content Marketing
The Value of Content Marketing
 
How To Increase Online Visibility With Content Marketing.pdf
How To Increase Online Visibility With Content Marketing.pdfHow To Increase Online Visibility With Content Marketing.pdf
How To Increase Online Visibility With Content Marketing.pdf
 
Content Marketing 101 - Strategy, Design, Delivery
Content Marketing 101 - Strategy, Design, DeliveryContent Marketing 101 - Strategy, Design, Delivery
Content Marketing 101 - Strategy, Design, Delivery
 
Unlocking Success - The Power Of Destination Content Marketing In The Digital...
Unlocking Success - The Power Of Destination Content Marketing In The Digital...Unlocking Success - The Power Of Destination Content Marketing In The Digital...
Unlocking Success - The Power Of Destination Content Marketing In The Digital...
 
Content Marketing Strategies_ A Comprehensive Guide.pdf
Content Marketing Strategies_ A Comprehensive Guide.pdfContent Marketing Strategies_ A Comprehensive Guide.pdf
Content Marketing Strategies_ A Comprehensive Guide.pdf
 
How to Plan and Execute a Successful Influencer Marketing Strategy in 2024.pdf
How to Plan and Execute a Successful Influencer Marketing Strategy in 2024.pdfHow to Plan and Execute a Successful Influencer Marketing Strategy in 2024.pdf
How to Plan and Execute a Successful Influencer Marketing Strategy in 2024.pdf
 
Exploring the Power of Content Marketing.pdf
Exploring the Power of Content Marketing.pdfExploring the Power of Content Marketing.pdf
Exploring the Power of Content Marketing.pdf
 
Content Marketing: A definitive guide for 2022
Content Marketing: A definitive guide for 2022Content Marketing: A definitive guide for 2022
Content Marketing: A definitive guide for 2022
 
Content Marketing: Role of in Digital Strategy | The Enterprise World
Content Marketing: Role of in Digital Strategy | The Enterprise WorldContent Marketing: Role of in Digital Strategy | The Enterprise World
Content Marketing: Role of in Digital Strategy | The Enterprise World
 
Mastering the Art of Content Marketing.pdf
Mastering the Art of Content Marketing.pdfMastering the Art of Content Marketing.pdf
Mastering the Art of Content Marketing.pdf
 
Customer Journey and Content 2015
Customer Journey and Content 2015Customer Journey and Content 2015
Customer Journey and Content 2015
 
Let customer insight guide your bank's content marketing strategy
Let customer insight guide your bank's content marketing strategyLet customer insight guide your bank's content marketing strategy
Let customer insight guide your bank's content marketing strategy
 
Content Marketing 101
Content Marketing 101Content Marketing 101
Content Marketing 101
 
Lead Nurturing.pdf
Lead Nurturing.pdfLead Nurturing.pdf
Lead Nurturing.pdf
 
EworksWSI Cyprus 2016 Content Marketing Whitepaper
EworksWSI Cyprus 2016 Content Marketing WhitepaperEworksWSI Cyprus 2016 Content Marketing Whitepaper
EworksWSI Cyprus 2016 Content Marketing Whitepaper
 

Recently uploaded

Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
nehapardhi711
 

Recently uploaded (20)

Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintAction
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
 
TikTok: The Cultural Revolution in 10 minutes!
TikTok: The Cultural Revolution in 10 minutes! TikTok: The Cultural Revolution in 10 minutes!
TikTok: The Cultural Revolution in 10 minutes!
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdfReport-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
 
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRHow Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
DSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEODSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEO
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator Advertising
 
Awesome Free Global Opportunity Online Mining Crypto Currency On Your Mobile...
Awesome Free Global  Opportunity Online Mining Crypto Currency On Your Mobile...Awesome Free Global  Opportunity Online Mining Crypto Currency On Your Mobile...
Awesome Free Global Opportunity Online Mining Crypto Currency On Your Mobile...
 

Content Marketing one pager in english

  • 1. Daniel Horzetzky, Head of Content Marketing daniel.horzetzky@plista.com +49 30 473 7537-30 Follow us on: www.plista.com/pcd | blog.plista.com Ideally your content distribution is always on to create consistent customer communication 365 days per year. A successful content marketing strategy needs ongoing optimization of the content itself as well as content distribution activities. Which content is relevant? Owned media, earned media and paid media (advertorials) address different touch points of the customer journey and influence buying behavior in a sustainable way. Today brands are facing a paradigm shift in marketing – so called Content Marketing. This means the common outbound mar- keting approach is changing to an interactive inbound marketing strategy. The essence of this strategy consists of informative, educational or entertaining content with a high value for customers. Banner advertising and big claims are being replaced by brand storytelling. As a result, brand awareness, brand trust and sales are increasing measurably. New ways to your customer: avoid ignorance and generate sustainable traffic Customers are being overwhelmed by information and therefore ignore advertising claims. In comparison, high quality branded content attracts your buyer persona’s attention. It supports an intensive interaction and a sustainable relationship with your brand. Therefore brand loyalty as well as traffic on your owned media will increase. The key to success is quality content As long as your content is relevant and valuable to your target audience, it can lead to communication and sales success. It is important that your content is not written for the general public. Instead, it should be more specific and related to the indivi- dual needs of your buyer persona. Content is King, Content Distribution is Queen Without paid media your content marketing strategy will struggle to succeed. Sustainable interaction with your branded content will change the brand perception and influence their consumer behavior in a positive way. That is why you need a content distri- bution strategy to measure the relevance as well as performance of your content and to optimize your KPIs. Content Marketing Strategy 1. Definition of goals and KPIs Integrate analysis tools and analyze your current situation. Define KPIs: page views per click, bounce rate, unique visitors, traffic etc. 2. Definition of buyer persona Define your target audience by creating a buyer persona profile. Analyze the customer journey. 3. Content plan Create a content plan. 4. Content creation Focus on your buyer persona: quality and relevance of content will determine success. 5. Content distribution Raise the impact of your content and make sure that it will reach your buyer persona. Use social media channels and native content distribution (“You might also like”) on special interest publisher sites, e.g. plista Content Distribution as an alternative to AdWords. 6. Measurement and ongoing optimization Measure your content performance and find out what kind of content is relevant to your customers. Content Marketing Owned Media Earned Media Paid Media blog.plista.com 6. Ongoing optimization 5. Content distribution 4. Content creation 3. Content plan 2. Definition of buyer persona 1. Definition of goals/KPIs